Cricket captain Virat Kohli is set launch a men’s innerwear range under his ‘one8’ brand in association with Artimas Fashions, a subsidiary of Lux Industries.

“I am excited and optimistic about the launch of one8 innerwear. Today’s era is defined by the restless and dynamic youth of the nation, where style and flexibility go hand in hand with comfort,” said Kohli, whose one8 brand is named after the No. 18 cricket jersey he wears. “As a sports person, I am extremely cautious when it comes to finding comfort both on and off field…With this launch, we not only aim to revolutionise the industry, but also intend to evolve identities synonymous with the brand.”

Kohli is the highest-paid sports celebrity in the country. He has a Rs 110-crore deal with German sports and athleisure brand Puma for one8-branded apparel, footwear and accessories. Some of the other products for which one8 has signed licensing agreements are fragrances, packaged water, flavoured and vitamin waters, and energy drinks.

One8 will initially launch two ranges under ‘Edge’ and ‘Game’, which include innerwear varieties and socks in the premium category.

The men’s innerwear industry in India is marked at Rs 15,000 crore, of which Rs 5,200 crore is dedicated to the middle- and the premium-market segments, where one8 innerwear will position itself with prices starting at Rs 181.

“It took us more than 14 months to conceptualise and finalise the concept for the one8 innerwear launch to align it with the fact that it is a brand, owned by one of the biggest youth icons for our time,” said Nischal Puri, MD, Artimas Fashions. “The association aims to build exclusivity in the category amongst the youth since the brand conception is created on the dynamism and spirit of Virat as a personality.”

Puri said the products will initially be sold online. By next quarter the company aims to start physical retail. “We plan to tap 15 thousand retailers in the top 70-80 cities in the next 12-14 months, after which we look forward to taking the brand international in the coming years,” Puri said.

The company has a capacity of three million pieces, Puri said, adding that the company will invest Rs 15-20 crore in the next three years on one8 Innerwear. Of this, 20% will be for capex and rest for working capital and brand-building. “We should be a Rs 100-crore brand in the next five years,” he said.

The partnership between both the entities was facilitated by Cornerstone Sport, which exclusively represents Kohli.